Storyline: Chinese trendy toys gain strong market traction overseas [Voice_over] The Chenghai District of southern China's Shantou City is known as the country's toy capital. The region commands 60 percent of the global toy market share with those in the industry saying clients in Southeast Asia have been showing unprecedented interest in new releases lately. At one toy exhibition hall in the district, over 10,000 different toy varieties are on display, one-third of which are products launched this year. [Sound_bite] Chen Yihuang, sales director, toy company: "Overseas market competition has intensified significantly. Therefore, continuous innovation is essential for securing more orders and expanding market share. New products often sell out immediately after launch, followed by sustained reorders." [Voice_over] The general manager of another toy company says she's expanded into emerging markets to manage the economic slowdowns in Europe and the Americas, which had been their primary markets. [Sound_bite] Xie Weichun, general manager, toy company: "This year presented challenges, but our expansion into new markets in Africa and the Middle East has compensated for slower growth elsewhere. We're continuously studying market preferences and developing targeted solutions. Interestingly, we've observed American customers prefer toy ships while Europeans tend to choose car models." [Voice_over] Customs data shows that China exported about 7 billion U.S. dollars worth of festive goods, dolls, and animal-shaped toys during the first three quarters this year to more than 200 countries and regions around the world. [Restrictions: No access Chinese mainland]